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US Travel Accommodation – PPC Market Share Analysis December 2024

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Travel Accommodation category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 US Travel Accommodation brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain Share of clicks
trivago.com 1.14
vrbo.com 1.53
kayak.com 2.31
airbnb.com 4.16
priceline.com 4.21
hilton.com 4.52
tripadvisor.com 4.81
booking.com 15.52
others 15.73
expedia.com 19.23
hotels.com 26.84

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Hotels.com is the market leader for Share of Clicks with 26.8%. Expedia.com takes 2nd place with 19.2%, and booking.com secures 3rd place with 15.5%. The rest of the advertisers in this category collectively account for 15.7%.

Market Exposure

Share of Spend for the top 10 US Travel Accommodation brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

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Share of Spend - Last month
Date hotels.com expedia.com booking.com tripadvisor.com priceline.com hilton.com kayak.com airbnb.com trivago.com vrbo.com
2024/12/01 31.02% 20.53% 13.09% 3.99% 4.38% 4.44% 3.12% 1.89% 1.54% 1.27%
2024/12/02 30.49% 20.79% 14.19% 4.19% 3.76% 5.34% 2.49% 1.62% 1.28% 0.99%
2024/12/03 29.4% 21.1% 15.52% 3.52% 4.88% 5.29% 3.04% 1.52% 2.24% 0.9%
2024/12/04 28.39% 20.61% 14.14% 4.65% 5.91% 5.32% 3.36% 1.59% 1.69% 0.97%
2024/12/05 27.24% 21% 16.51% 4.09% 5.9% 5.37% 2.07% 1.47% 1.58% 0.94%
2024/12/06 28.43% 21.4% 15.76% 3.92% 6.06% 4.8% 2.98% 1.49% 1.33% 0.93%
2024/12/07 28.45% 21.06% 14.42% 4.17% 6.31% 4.64% 3.07% 1.9% 1.55% 1.03%
2024/12/08 28.46% 21.5% 13.24% 5.63% 5.2% 5.24% 2.96% 1.69% 1.34% 1.1%
2024/12/09 28.8% 21.48% 13.99% 4.99% 5.17% 5.44% 2.61% 1.81% 1.5% 1.01%
2024/12/10 30.34% 20.81% 14.15% 4.46% 5.69% 5.29% 2.8% 1.73% 1.56% 1.21%
2024/12/11 29.06% 20.41% 13.24% 4.99% 5.23% 5.93% 3.3% 1.92% 1.41% 1.24%
2024/12/12 27.23% 20.92% 14.79% 4.41% 5.36% 5.73% 3.97% 1.67% 1.72% 1%
2024/12/13 28.3% 20.06% 16.18% 3.96% 5.5% 5.52% 3.85% 1.67% 1.43% 1.09%
2024/12/14 27.43% 20.61% 15.02% 3.92% 5.98% 6.38% 2.72% 1.75% 0.88% 1.22%
2024/12/15 28.02% 21.08% 14.5% 4.19% 5.97% 5.71% 3.52% 1.84% 1.24% 1.19%
2024/12/16 26.75% 20.5% 14.95% 3.85% 5.36% 6.4% 3.07% 2.31% 1.36% 1.59%
2024/12/17 27.68% 21.29% 15.84% 3.86% 4.78% 6.92% 2.49% 1.86% 0.88% 1.1%
2024/12/18 26.02% 21.78% 16.42% 3.53% 4.97% 6.31% 3.29% 1.84% 1.52% 1.05%
2024/12/19 26.32% 20.5% 16.61% 3.82% 4.79% 6.44% 3.35% 1.67% 1.83% 1.06%
2024/12/20 26.13% 21.12% 14.69% 4.06% 4.65% 6.63% 3.3% 1.81% 1.4% 1.16%
2024/12/21 24.66% 20.66% 15.62% 4.58% 4.59% 6.46% 3.53% 2.08% 1.72% 1.13%
2024/12/22 26.32% 20.45% 13.64% 6.32% 4.27% 6.19% 4.3% 1.93% 1.81% 1.18%
2024/12/23 24.43% 19.84% 16.5% 5.31% 4.67% 6.77% 3.05% 1.59% 1.92% 0.98%
2024/12/24 29.61% 20.96% 14.78% 4.06% 4.47% 4.93% 3.04% 1.88% 1.69% 1.03%
2024/12/25 27.58% 19.72% 16.89% 4.46% 5.19% 5.36% 2.69% 1.51% 2.09% 1.03%
2024/12/26 26.24% 22.07% 15.18% 5.17% 4.94% 5.87% 2.83% 1.85% 1.92% 1.05%
2024/12/27 25.62% 22.07% 16.46% 5.75% 5.39% 4.92% 2.48% 1.85% 1.96% 0.95%
2024/12/28 27.75% 21.3% 13.98% 6.24% 5.74% 4.43% 3.49% 2.14% 2.4% 1.07%
2024/12/29 26.23% 21.33% 15.29% 6.56% 4.56% 4.57% 3.74% 2.16% 2.27% 1.23%
2024/12/30 23.6% 20.86% 18.15% 7.07% 4.24% 5.2% 3.38% 1.76% 2.55% 1.01%
2024/12/31 23.98% 21.44% 18.11% 5.65% 5.08% 4.53% 3.47% 2.33% 2.03% 1.29%

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Hotels.com led Share of Spend with consistent fluctuations, expedia.com showed steady growth with mid-month peaks, and booking.com had fluctuations with notable spikes.

Market Exposure

Competitor Count for US Travel Accommodation

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

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Competitor Count - Last month
Date Competitor Count
2024/12/01 2535
2024/12/02 2859
2024/12/03 2506
2024/12/04 2925
2024/12/05 3080
2024/12/06 2914
2024/12/07 2694
2024/12/08 2782
2024/12/09 2786
2024/12/10 2561
2024/12/11 2898
2024/12/12 3005
2024/12/13 2745
2024/12/14 2793
2024/12/15 2664
2024/12/16 2485
2024/12/17 2671
2024/12/18 2779
2024/12/19 3012
2024/12/20 3065
2024/12/21 2632
2024/12/22 2739
2024/12/23 3164
2024/12/24 2482
2024/12/25 2954
2024/12/26 2747
2024/12/27 2799
2024/12/28 2706
2024/12/29 2528
2024/12/30 2752
2024/12/31 2201

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Last month the number of advertisers in this category fluctuated substantially, peaking at 3,164 but overall decreasing compared to the start of the month.

Campaign Efficiency

Market Loss & Market Gains for US Travel Accommodation

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last month.

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Market Loss & Market Gains - Last month
Name Market Trend
tripadvisor.com 1.14%
booking.com 1.11%
trivago.com 0.45%
vacationoffer.com 0.22%
barcelo.com 0.16%
clclodging.com -0.07%
beaches.com -0.08%
ihg.com -0.13%
priceline.com -0.62%
hotels.com -2.29%

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Tripadvisor.com, booking.com, and trivago.com secured 1st, 2nd, and 3rd place gains. Losses were led by hotels.com, priceline.com, and ihg.com.

Campaign Efficiency

US Travel Accommodation Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month. 

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Date expedia.com booking.com hotels.com priceline.com hilton.com tripadvisor.com kayak.com airbnb.com trivago.com vrbo.com
2024/12/01 19.21% 14.39% 17.45% 7.52% 6.55% 4.05% 3.61% 2.66% 2.17% 1.77%
2024/12/02 19.47% 14.23% 17.68% 6.54% 7.88% 4.25% 2.95% 2.42% 1.98% 1.39%
2024/12/03 19.43% 14.87% 17.48% 8.32% 7.88% 3.5% 3.67% 2.25% 3.18% 1.31%
2024/12/04 19.12% 13.84% 16.78% 9.64% 7.51% 4.48% 3.87% 2.23% 2.26% 1.59%
2024/12/05 19.38% 15.93% 15.7% 9.74% 7.77% 4.01% 2.34% 2.14% 2.22% 1.36%
2024/12/06 20.03% 15.7% 16.67% 10.08% 6.95% 3.93% 3.44% 2.11% 1.93% 1.38%
2024/12/07 19.86% 14.39% 16.48% 10.37% 6.67% 4.19% 3.42% 2.57% 2.24% 1.2%
2024/12/08 19.97% 13.57% 16.41% 8.79% 7.64% 5.48% 3.38% 2.47% 1.96% 1.52%
2024/12/09 19.7% 14.75% 16.15% 8.77% 7.92% 5.03% 2.99% 2.55% 2.25% 1.4%
2024/12/10 19.51% 15.04% 16.24% 9.99% 7.98% 4.42% 3.35% 2.57% 2.31% 1.56%
2024/12/11 18.78% 13.83% 16.15% 8.79% 8.72% 4.9% 3.84% 2.81% 1.97% 1.69%
2024/12/12 18.77% 14.81% 14.97% 9.29% 8.34% 4.25% 4.55% 2.46% 2.54% 1.48%
2024/12/13 17.97% 15.91% 15.94% 9.38% 8.24% 3.94% 4.56% 2.47% 2.11% 1.76%
2024/12/14 18.4% 15.24% 15.49% 9.79% 9.16% 3.81% 3.06% 2.54% 1.27% 1.8%
2024/12/15 19.13% 14.89% 15.3% 10.07% 8.42% 4.23% 4.17% 2.63% 1.81% 1.72%
2024/12/16 18.38% 14.58% 15.53% 8.9% 9.15% 3.7% 3.52% 3.21% 2.02% 2.28%
2024/12/17 19.32% 16.83% 14.85% 8.07% 10.29% 3.86% 2.92% 2.8% 1.22% 1.52%
2024/12/18 19.76% 16.04% 14.28% 8.25% 9.26% 3.61% 3.77% 2.67% 2.17% 1.59%
2024/12/19 18.8% 16.01% 14.96% 7.95% 9.3% 3.92% 3.81% 2.43% 2.6% 1.32%
2024/12/20 18.79% 14.8% 14.31% 7.41% 9.41% 4.15% 3.64% 2.65% 1.97% 1.71%
2024/12/21 18.57% 14.51% 14.09% 7.39% 9.29% 4.46% 3.96% 3.12% 2.43% 1.5%
2024/12/22 18.16% 13.77% 14.57% 7.14% 8.8% 6.56% 4.81% 2.91% 2.53% 1.71%
2024/12/23 17.73% 16.82% 13.25% 7.38% 9.45% 5.37% 3.31% 2.3% 2.62% 1.35%
2024/12/24 19.28% 16.12% 16.1% 7.68% 7.21% 4.39% 3.51% 2.79% 2.55% 1.51%
2024/12/25 18.74% 17.03% 14.66% 8.43% 7.81% 4.87% 2.99% 2.15% 3.04% 1.3%
2024/12/26 20% 16.28% 14.29% 7.88% 8.36% 5.27% 3.18% 2.65% 2.6% 1.42%
2024/12/27 20.22% 16.83% 15.04% 8.76% 6.86% 5.75% 2.74% 2.68% 2.65% 1.36%
2024/12/28 19.83% 14.82% 15.47% 9.37% 6.21% 6.49% 3.95% 3.11% 3.34% 1.52%
2024/12/29 19.72% 15.72% 15.4% 7.53% 6.31% 6.69% 4.21% 3.36% 2.95% 1.7%
2024/12/30 19.32% 17.77% 13.59% 6.9% 7.36% 7.24% 3.8% 2.64% 3.48% 1.44%
2024/12/31 19.8% 17.95% 13.71% 8.07% 6.42% 6.11% 3.85% 3.36% 2.75% 1.72%

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Expedia.com had the strongest gains, peaking mid-month. Booking.com was steady with a spike at the end, while hotels.com declined towards the end.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Travel Accommodation

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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  1. 1
    Airbnb Official Site https://www.airbnb.com

    Vacation Rentals & More — Book your stay for vacation, work, and more. Feel the comforts of home, wherever you go. Find vacation rentals, cabins, & everything in between. Your next trip starts here. Low Prices.

  2. 2
    Hotels near me https://www.booking.com › hotels › nearby

    Best Price Guarantee — Find great hotels near you. No reservation costs. Great rates!

  3. 3
    Deals on Hotels on Expedia https://www.expedia.com/hotels/book_now

    Fully Refundable Options — Search Hotels. Find & Compare Deals and You Can Save Big! Your Virtual Travel Agent...

  4. 4
    Great Hotels on Hotels.com | Hotels.com - Here Since 1991 https://www.hotels.com › hotels › book_now

    Find Hotels on Hotels.com. Compare Options & You Can Save. Browse Reviews & Photos.

  5. 5
    Hotels from $39 on Priceline https://www.priceline.com

    Last Minute Hotels — Incredible Deals from Independent Hotels and Well Known Brands. Up to 60% Off Great Rooms!

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Ad Copy themes include calls to action like “Book your stay” and “Find great hotels,” highlighting benefits like “Best Price Guarantee” and savings such as “Up to 60% Off.”

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